The past year has introduced us such a lot of technology missteps that there is now a hashtag and term for the common public dissatisfaction and backlash against all this invasive technology–the techlash. Against this backdrop, there have been a sequence of badly accomplished ads that did not anything to assist us feel better about robots, automation, voice assistants and era in average. In fact, they scared us even more. Amazon targeting all the “fails” their technology could have had, TurboTax gave us a very creepy interplay with “RoboChild” that confirmed our worst fears about humanoid robots, Simplisafe tried to get us to fear tech less but ended up accomplishing the opposite, or even skincare brand Olay created an ad featuring a facial cognizance fail in a life or death condition that might soon be depressingly real. None controlled to tackle the very human fears concerning the role of era in our lives and possibly made the landscape of public perception worse for very nearly every tech company in the method.
One of the most effective ads of the night came from Microsoft, who chose to center around their touch assisted controller that helps kids with disabilities play Xbox and bond with friends. Google promoted their new search feature making it easier for veterans in finding jobs and rejoin civilian life, and Coca Cola made the bold choice to sit out the actual games – opting instead to characteristic an ad earlier than the national anthem targeting advertising unity. And in all probability the most effective approach of the day belonged to Budweiser, who outed all of their competition for using corn syrup in their brewing process while advertising the indisputable fact that they don’t. Washington Post took a magnificent stand to remind us all concerning the significance of journalism. Each brand tackled a social issue, from inclusion for the disabled to healthier ingredients in food, and each took a stand in line with their beliefs.
In the process, each brand created a memorable and winning ad. Perhaps the most memorable stands of all, though, came from who wasn’t at the sport at all: the various performers who declined to take the massive stage at the Super Bowl in protest and help of Colin Kaepernick. Though widely criticized for the execution and technically not an ad, it was highly symbolic that the halftime show featured a man Adam Levine from Maroon 5 slowly undressing and making himself a sex object for our leisure. Usually it is female performers who’re asked to do this. But in 2019, the manner we see gender has seen a big shift – a fact we have explored in a lot of our outdated research – from FierceFemininity in 2017 to MuddledMasculinity in 2019.
This shift was on additional exhibit through a clever ad from the feminine empowered dating app Bumble with an apt tagline: “Women, the ball’s in your court,” in addition to an impressive Toyota ad featuring a girl who aspires to play in the NFL one day. Burger King made the bold choice to unearth old pictures of artist Andy Warhol eating a burger. MandM’s turned to a recognizable TV star from the past in Christina Applegate, Olay engaged former Vampire Slayer Sarah Michelle Gellar, Sprint randomly enlisted assistance from “two sport legend” Bo Jackson and Stella Artois introduced back Sex In The City former star Sarah Jessica Parker and resurgent actor Jeff Bridges. What are all of those retreats to past icons seeking to let us know?That most of us trust ago excess of we trust in today – and so for yet an alternate year, turning the clock backward when casting advertisements is sensible because it works.